#throughglass - Google Glass | Clapboard Ad Archive

#throughglass stands as a defining moment in wearable tech advertising, marking Google Glass’s deliberate alignment with contemporary culture through an inventive partnership with FKA twigs and agency Anomaly in Year 2014. Set in the United States, the campaign departed from conventional product demonstrations, instead asserting Google Glass’s creative potential via FKA twigs’ concept film—at once visually striking and sonically reimagined with new versions of her tracks Video Girl and Glass & Patron. The artist leveraged Glass both as a filmmaking tool and as a device woven directly into the narrative, using its functionalities to call up her references and inspirations in a demonstration of how technology can directly enhance and inform the artistic process. The result is a fluid, immersive exploration of creative life augmented by technology, tapping into FKA twigs’ avant-garde persona and extensive digital following to drive resonance far beyond the core technophile audience. By structuring the work around a high-profile celebrity, this campaign exemplifies what Clapboard’s 12-format taxonomy describes as FORMAT#8—Ongoing Characters or Celebrities, effectively borrowing the cultural capital and established visual lexicon of FKA twigs to reinforce Google Glass’s positioning at the intersection of art and innovation. The media asset’s audience traction, surpassing 3.3 million views, demonstrates a level of engagement rarely achieved by tech-first campaigns, particularly in a category often dominated by functional, rational messaging. Distribution capitalized on FKA twigs’ multiplatform presence, driving viewers to her broader creative world while embedding Google Glass as both enabler and subject of artistic exploration. The credibility lent by the collaboration with Anomaly elevated the brand’s narrative from product feature to cultural relevance, reframing Google Glass as a muse and creative partner for a new generation. The campaign’s nuanced integration of product, performance, and celebrity identity exemplifies how unconventional storytelling and influencer activation together redefine what a technology campaign can achieve within the electronics and technology market. Clapboard rates this 86/100. By expanding the territory for wearable technology into the realms of imaginative expression and artistic influence, #throughglass demonstrates to the industry that boundary-pushing creative collaboration can set new expectations for how brands influence cultural conversations.